adidas TERREX athletes embrace Hong Kong culture by dyeing their white Zero Dye trail running kit indigo blue
Source: adidas TERREX: TRUE COLOURS
Imagine buying a shoe that is devoid of color, a Zero Dye, blank slate; not a traditional painted, all white leather, or a bleached fabric, a shoe that was created with the sole intent to minimize waste in the production sequence. “Skipping the dyeing process in manufacturing is not only a creative decision, it also saves list in the production process by using materials in their natural colours, bringing a new element of sustainability to technical clothing design” explains adidas designer, Jessica Goddard.
The Terrex Trail runner from adidas is a part of a series of shoes designed for a sport not many people will participate in. The idea of running 100km or 62 miles is extreme. It takes a level of dedication and ultimately an event of this nature is not really watchable and for that reason it isn’t really an event which can be marketed. Why would adidas take the time and effort to promote the Hong Kong 100K?
Niche-Out™
A brand doesn’t win a battle just because they produce a popular marketing campaign. Brands have to find a way to connect to their audience. Niche-Out for brands and retailers must take place through a subversive approach that is a combination of content to drive engagement with not only the athletes, but the designers. Brands have to build a narrative that becomes the layer beneath all of the hype.
Yeezy may capture the fleeting fashion identity of adidas, but it’s the commitment to sport and community that will last much longer creating fans of the brand. The decision to spend the time and effort on an ultra running event while also giving the participants the opportunity to be invested in the creation process is a beautiful thing to see and these pictures showing the artistic side of sport are amazing.
I remember taking the boat ride over to Kowloon in Hong Kong and catching a bus up to Victoria Peak overlooking the bay. The colors and imagery remain fresh in my mind. What also remains in my mind was that a lot of that color was muted by smog on the ride up to the Peak. The No-Dye concept means a lot in a place where production creates days where the air is thick. Use the source link to check out the pictures of the adidas Terrex True Colors campaign.